Adobe Summit 2025 Highlights & Next Steps
Adobe Summit is where the best of creativity and technology converge. As the leading technology and creative network, Code and Theory debuted its Enterprise Experience System framework in action. The practice showcases value-realization solutions to accelerate GenAI’s transformative impact on the customer experience.
Insights and Thinking from Our Team at Adobe Summit 2025
For over two decades, CMOs, CTOs, CXOs and the like have been chasing the holy grail of personalization: a two-way experience that forges true 1-1 intimacy between brands and customers, not just one-way streets to better targeting. Today we finally have the technology to deliver on this ambition and do it at scale with the integration of AI.
The Personalization Myth: How We’ve Failed and What We Can Do
For over two decades, we’ve chased the holy grail of personalization — an experience that forges true intimacy between brands and customers, building trust, loyalty and lifetime value. But Stef Hoffman, Group Creative Director of Brand at Code and Theory, argues we've been chasing the wrong goal, and knows how to reroute towards impact. Check it out.
Better Hammer Syndrome: The Real Problem with AI Adoption
You may not think you know "Better Hammer Syndrome" — but you do. It's the habit of looking at revolutionary technologies and asking, "How can we do what we already do, just faster?" rather than "How can we completely transform customer experiences?" Cory Haldeman, Code and Theory's Chief Transformation Officer, explores how to break free of the better hammer. Read the story.
A Decade of Partnership with Adobe
We believe technology is a tool for solving client problems, and for more than a decade, we've leveraged the Adobe Experience Cloud as one of our primary tools.
Where traditional approaches fragment, our Enterprise Experience Transformation Practice integrates. We break down silos to accelerate transformation and deliver experiences that drive measurable business growth.
Code and Theory's Experience Transformation Practice reimagines consulting for the AI age by fusing strategy, technology, and creativity into a single powerful language. We're bridging creative intelligence with artificial intelligence.
About the Code and Theory Network
The Code and Theory Network is the only network with a balance of 50% creative and 50% engineers at scale. The technology and creative network within Stagwell Group is built to experience change for businesses that need to navigate the complexity of changing consumer behaviors, emerging technologies and AI. With a global footprint and the capabilities to work across the entire consumer journey, we crave the hardest problems to solve. The network includes the flagship agency Code and Theory as well as Kettle, instrument, Left Field Labs, Mediacurrent, Rhythm and Truelogic. Code and Theory clients include Amazon, Apple, JPMorgan Chase, Mayo Clinic, Microsoft, NFL, Pfizer and Yeti.
Let’s get to work. Start a conversation.
newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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